Meta budgets
Five figures a month
Advertiser-side owner of five-figure monthly Meta budgets across three regulated gaming brands: I buy one hands-on and brief the agency that runs the other two.
About
I buy paid traffic, and I check it against the backend.
Jan Nafta, founder of Digital Nafta. Performance marketing and user acquisition consultant, based in Dubai, UAE.
Jan NaftaDubai, UAE
Buying paid trafficsince
2019
Seatsad network, ad-tech, consultant, in-house
4
Own iOS appsmy lab for channels and pricing
13
Languages: English and Spanish.
I'm Jan Nafta, founder of Digital Nafta, a performance marketing and user acquisition studio based in Dubai.
I have bought paid traffic since 2019 on both sides of the table: push and pop buying at one ad network, programmatic and RTB buying at another, DSP campaigns at an ad-tech company, in-house paid media for regulated online casino and sportsbook brands, and user acquisition for app publishers.
What I run: Meta Ads, Google Ads (Search and App campaigns), TikTok Ads, Apple Ads, Moloco and other programmatic buying, and ad networks such as PropellerAds and ExoClick.
How I work: platform numbers are a lead, the backend is the verdict. I read cohorts and payback, write the kill rule before a test starts and call a failed test failed. I set up the measurement myself: MMPs like AppsFlyer, the Conversions API, server-side events and SKAN. Creative is produced in-house with AI (banners, UGC-style and motion video) and tested every week.
Every engagement starts with a short diagnostic. I take on one or two new clients a month, usually teams spending $10K or more a month on ads.
Receipts
What the work looks like
Clients and employers stay anonymous. Numbers keep their window, their denominator and their caveats.
Platform vs backend
23 vs 4
On the first full day of clean tracking, Meta claimed 23 first-time depositors on one brand where the backend saw 4.
Cheaper CPI, worse users
15.1% → 9.9% day-one retention
On a DSP campaign for a gaming app, CPI fell from $4.74 to $1.66 and I didn't call it a win, because day-one retention fell from 15.1% to 9.9%.
Unit economics
11.9% vs 5.4% install-to-paid
At a 30% store fee, a $3 CPI needs about 11.9% install-to-paid at $35.99 a year, against 5.4% at $79.99.
AI video pipeline
6 ads in one day
Built an AI video ad pipeline with a spend ledger and compliance gates: six finished vertical ads for two apps in one day under a EUR 5 per-app model budget.
Audit with AI agents
26 of 301 claims corrected
Checked 301 claims in an Apple Ads operating reference against 52 official help articles with AI agents, and corrected 26.
Track record
Where I've worked
Employers and clients are described, not named.
- 2026 to today
- In-house paid media for regulated online casino and sportsbook brands.
- 2026 to today
- User acquisition consulting for app publishers.
- Since January 2026
- Digital Nafta Portal FZCO, IFZA, Dubai.
- 2026
- Co-led an in-house workshop on using AI agents in daily work for an app publisher's team.
- 2025 to 2026
- Independent media buyer for a gaming app publisher (DSP campaigns).
- 2021 to 2024
- Performance manager at an ad-tech company, running programmatic campaigns for iGaming, crypto and telco advertisers.
- 2020 to 2021
- Ran programmatic and RTB buying autonomously for over a year across many markets and DSPs, at an ad network.
- 2019 to 2020
- Performance media buyer at an ad network: push and pop traffic on CPM, CPC, CPV, CPI and CPA models.
- 2017
- Selected for the YUZZ Santander young entrepreneurs program.
- 2014 to 2018
- Bachelor's degree in Multimedia, CITM (UPC).
Tools and lab
What I've built
Open source
propellerads-mcp
Published an open-source MCP server that lets AI agents run PropellerAds campaigns through its API.
GitHub
Free tool
URL parameter manager
Free URL builder for tracking links: UTM, MMP and DSP templates, macro-safe.
GitHubMy own apps
13 iOS apps
Shipped 13 iOS apps of my own to the App Store, which I use as a lab for channels, pricing and measurement.
Awarded at Mobile Weekend (February 2017) and a finalist at Independev Game Fest (May 2016).
Company
Digital Nafta
Digital Nafta is my performance marketing and user acquisition studio. I lead every account myself, with a small production team for creative and development.
Digital Nafta Portal FZCO · IFZA Trade License 78656 · IFZA Business Park, DDP, Premises 78656-001, Dubai Silicon Oasis, Dubai, UAE
Free · 30 minutes
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